We Ask Brand Manager Clarissa Hines About Greater Rum, Greater Purpose Campaign with Santa Teresa

Santa Teresa has long been Venezuela’s ambassador to the world through its award-winning premium rums.

This year’s Greater Rum, Greater Purpose campaign promises to further a long legacy of giving back by turning inward to help those in need in the company’s own backyard.

Though it has produced rum for 225 years, Santa Teresa has never been one to rest on history or step back from a challenge. Despite all kinds of adversities, five generations of Vollmer family and the Maestros Roneros have been the head and the heart of Hacienda Santa Teresa, transforming crisis into opportunities, refining, and improving the art of rum-making techniques in pursuit of the creation of the world’s finest rum. The campaign invites America to discover a premium rum with depth and purpose that is known to transform adversity into opportunity in Venezuela. We ask Clarissa Hines, North America Brand Manager for Santa Teresa to tell us more.

Tell us about the Greater Rum, Greater Purpose campaign?

Santa Teresa is a rum company with over 225 years of history. It remains to this day the oldest rum company in Venezuela, still family-owned, currently in its fifth generation. Our purpose is to be a tool for transformation and a source of inspiration. That is why we believe in making a positive impact in our community for today’s and future generations.

Great Rum. Greater Purpose. is our new platform and campaign. We stand by not only the history, heritage, and craftsmanship of our award-winning, triple-aged solera rum but, more importantly, our purpose. Our purpose is what makes us truly unique, and this comes to life through Project Alcatraz.

Project Alcatraz is our social reinsertion, education, and training program that works with at-risk and ex-gang members, prisons, and social programs. It provides rehabilitation through sports, education, professional training, and career placement to change lives and offer a brighter future for Venezuela and the community.

What inspired this campaign for Santa Teresa Rum?

It’s what we do every day and live by. We produce exceptional rum that is respected and awarded around the world, but most importantly, we want to tell the story of Project Alcatraz. This campaign invites America to discover a premium rum with depth and purpose that simultaneously transforming adversity to opportunity in Venezuela.

Why is this campaign important to the brand?

This campaign helps us tell our story and show the world what makes us unique. We like to say we make rum to transform lives, not the other way around. In the past, we haven’t fully shared all the great work our team does around the world. This campaign allows us to highlight our efforts and the positive impact we make.

What would you like bartenders to know about Santa Teresa?

We are an award-winning, triple-aged single state solera rum, produced and aged in Venezuela. This exceptional rum is crafted with meticulous care, offering a smooth, balanced, rich, and dry flavor profile that stands out in the market.

One of the distinguishing features of our rum is its low sugar content, with only 2.2 grams per 750ml bottle. This makes it an excellent choice for those who appreciate a refined spirit without excessive sweetness. Its versatility shines through whether enjoyed neat, on the rocks, or as the star ingredient in a variety of delicious cocktails.

But most importantly, we are dedicated to transforming lives, transforming realities, and transforming our environment.

What’s up next for the brand?

We will be launching our newest innovation in our cask finish series this July: Santa Teresa 1796 Arabica Coffee Cask Finish. We are excited to share the first coffee cask finish super-premium rum, staying true to our single estate rum philosophy. This means that from cane to bottle, everything happens at Hacienda Santa Teresa, including the cultivation of the coffee used in the process.

We invite all rum and spirits enthusiasts to follow us on social media @santateresarum to learn more about this launch.

The post We Ask Brand Manager Clarissa Hines About Greater Rum, Greater Purpose Campaign with Santa Teresa appeared first on Chilled Magazine.